In defense of Jaguar (I think I’m the only one)

Jaguar has been an easy target for critics after the company re-branded itself with a foppish, silly ad and a strange new logo. However, I am not one of those critics. Today, I’ll explain why I’m the only marketer on earth defending the Jaguar strategy. In fact, they are on the only reasonable path for the brand.

Let me be clear that at this point, I am separating the ad/logo from the strategy. In fact, I hate the ad, which seems like an AI fever dream of what “creative” is supposed to be:

I also abhor the logo re-design because Jaguar had one of the coolest logos on the planet and they ruined it.

Why am I pro-Jaguar? Because I think the strategy is brilliant, even if the execution (so far) seems disastrous.

Why Jaguar needs a new strategy